Explore All-New Profiles.
Created for the way people travel today. Our seven new visitor profiles reflect the way people dream about, plan, book, and experience travel now. Get to know travellers on a deeper level, and connect with them in more meaningful ways.
Select Your Profile
Need HelpChoose your geographic market, then browse traveller profiles to learn more about what’s driving them to travel, how and where they’re researching and booking their next trip, their travel preferences, and pain points you can solve.
Understanding the Profiles
Start by choosing your geographic market, based on a list of Destination Canada’s 10 primary focus markets around the globe. Next, explore the segments for deeper insights into how, why, and where they love to travel. Need more support? Our Glossary can help you navigate the Traveller Segmentation Program tools and make smart, empowered decisions.
01 Understanding the Market
- Browse Destination Canada’s 10 primary target markets from around the globe
- Select the market you’re most interested in learning more about
02 Exploring the Segments
- Browse seven new traveller segments based on the way people plan, book, and experience travel today
- Get closer to your target visitor than ever before with geographic and psychographic data
03 Glossary
- Use our Glossary to help understand the segments and the opportunities each presents
- Greater understanding = more success connecting with your prospective visitors
01 Using the Index
Percentage (%) values are beneficial, but we must also consider how one segment compares to others.
An index is a tool that helps you understand the relative performance or significance of a particular value. Think of it like a reference point or a benchmark.
02 How the Index Works
FOR EXAMPLE:
Let's say 80% of a segment who has been to Canada before loved their trip.
On its own, this value might seem pretty good—after all, it's 80% satisfaction.
But if all other segments have a value of 90%+, suddenly, that 80% doesn't look so great.
Understanding indexes puts values into perspective, allowing you to accurately assess their importance compared to the same value for the whole market.
03 Understanding the Values
In these profiles, index values of 115+ are marked in blue and mean the segment over-performs vs. the overall market. Values under 85 are marked in orange and mean the segment under-performs on this metric.
01 Finding Key Definitions
When reading the profiles, key definitions will be provided at the bottom of the page in a box like the below.
02 Glossary
Additional definitions and details can be accessed by visiting the Glossary which can be clicked to wherever you see blue text.
